Safety has become the new loyalty for winning customer trust

In the wake of a public health crisis that brings new uncertainty each day, consumers are looking for comfort from the brands they trust. They want the peace of mind that comes from knowing they can leave the safety of their homes and get on a plane or check into a hotel without worrying about the risk of infection. Whether we expected this or not, safety has become the new loyalty. 

Today’s consumers are concerned not just for themselves, but also on behalf of family members. For airlines and hotels, this may translate into providing thorough, transparent safety protocols that customers understand that their safety is, in fact, paramount. 

Heightened consumer concerns about health and safety highlight the extent to which the novel coronavirus has transformed expectations. Brand loyalty will likely hinge on safety above all else, a factor consumers likely will prioritize well into the recovery and beyond — as some states continue to maintain shelter-in-place mandates while others lift them. 

When asked about perceived safety, consumers told the US Travel Association that domestic flights ranked 13th on their list of places they feel safe, while international flights ranked 20th — last place. Hotels got 5th place in perceived safety, while consumers said they feel safest in their own personal vehicles, which ranked No. 1 on the list. What impact will this have on travel? Will weekend day trips be more popular than  long-haul flights, or will that be just a summer trend?

Consumers value health and safety first 

When travel resumes, health concerns will likely remain a top priority for consumers and their families. Throughout the recovery and beyond, they may favor companies that monitor and report safety and sanitization practices, thus instilling consumer confidence every step of the way. 

Preparing to reopen safely will require companies to pay attention to five key areas:

• Developing an overarching strategy covering cleaning and safety 
• Establishing policies that position the brand as a market leader
• Tracing employee contact to help reduce virus spread
• Deploying tools to enable transparency about cleaning and safety policies
• Conducting periodic checks to help enforce cleaning and safety controls. 

For airlines and hotels, the relentless consumer focus on safety and sanitization requires responding proactively with an overarching cleaning and safety strategy that’s based on the cost and value of such a strategy, as well recognizing possible gaps in current operations. Safety has been elevated to a business function, requiring effective policies and governance to help position the brand as a market leader. Already, airlines have doubled down on sanitization procedures based on guidelines from the Centers for Disease Control and Prevention, while hotels are following state recommendations. 

Many industry associations are in the process of setting standards now. However, dealing with  complex state preferences, nuances for different types of businesses and varying jurisdictions compounds an already challenging  situation. While these measures go a long way toward increasing safety, companies now have the opportunity — no, the imperative — to help build and nurture consumer confidence through implementation of cost-effective standards.

Act now to instill consumer confidence

Some states are already beginning to set standards for reopening, and safety measures are front and center. To plan for the long term, businesses are proactively embedding cleaning and safety standards into their operations.. They’re also assessing federal, state and local government guidelines to help determine keeping customers, employees and communities safe. 

The following actions can go a long way toward placing the health and safety of consumers as top of mind. These steps can help:

• Connect with employees and track cases of COVID-19 to bolster trust, boost productivity and mitigate health risks by helping to curtail the spread of the virus.
• Develop a combination of manual and emerging contactless disinfection standards. 
• Deploy technology for a high-tech, low-touch customer experience. 
• Equip employees with tech-enabled checklists that monitor daily disinfection procedures.
• Continually adjust the safety strategy as technology, regulations and industry initiatives evolve.

Technology will play a central role in these efforts. For example, user-friendly apps that integrate IoT capabilities can systematize sanitization procedures across locations and report the status via a dashboard that can help managers operate safer, cleaner spaces for employees, customers and guests. Such a tool can also provide the transparency travelers will seek when booking their next flight or hotel room, and hospitality companies can make the dashboards readily available for customers to check.

A key component of the overall safety strategy will likely include periodic checks to help enforce cleaning and safety controls. Companies should view daily employee status, identify workforce effectiveness, uncover impediments to productivity and help reduce health risks. 

Inspire trust over the long term 

The sudden, sharp shock of COVID-19 has given way to the reality that consumer behavior is changing in ways that will last well beyond the recovery. The public-health crisis at the forefront of consumer concerns will alter what travelers prioritize. They will likely prefer the high-tech, low-touch consumer experience that allows them to interact digitally with hotel and airline staff. They may also want the peace of mind that comes with knowing when their hotel or aircraft was last disinfected. 

Safety will likely become a brand differentiator, which means disinfection protocols should become a way of life for hotel and airline firms  — not only to enhance their brand, but, more importantly, to help confirm the safety of their colleagues and customers. Only when consumers can be certain that their safety is paramount will they re-engage in travel. It’s now up to hotels and airlines to help inspire that trust.